A Marketing Research on the Segmentation Essay Example

caters to achievement-oriented guests seeking inspiring performance while JW Marriott serves those who demand exceptional personal service. Renaissance appeals to tech-savvy consumers from Gen X and Y who value living well while Courtyard caters primarily to business travelers seeking high-quality lodging at moderate prices.Marriott hotels are leaders in their respective segments and have high levels of customer and owner preference. With exceptional amenities, personalized guest attention, and reflection of local surroundings, Marriott hotels worldwide offer a unique experience. As part of the world's leading lodging company, each Marriott hotel benefits from a diverse portfolio with extensive knowledge of consumer preferences accumulated over three-quarters of a century. Marriott Hotels & Resorts is the brand's flagship offering dependable, caring, and quality-tier full-service hotels and resorts synonymous with exceptional quality, service, and value. Their consistent growth throughout the Asia-Pacific region is due to their strategy for global expansion that centers on delivering Inspired Performance to win over Achievement Guests who prioritize experiences that reflect their priorities. Combining experiential strategy with an unwavering commitment to operational excellence enhances Marriott Hotels ;Resorts' leadership in the hotel industry. The services offered inspire the Achievement Guest through brand pillars - Achieve and Revive - forming the basis for features and amenities provided to achieve success in all aspects of life.Marriott Hotels & Resorts offers a range of professional and luxurious services to ensure a comfortable stay for their guests. Achieve provides well-lit ergonomic work-desks that pivot, while Revive offers personalized luxury with aromatherapy bath products, connectivity panels on high-definition TVs, and 300-thread-count sheets. The hotel culture is built upon the Spirit to Serve and a dedication to provide warm, friendly, sincere service.

Complimentary in-room fitness kits, smart workspace options, and express check-in services differentiate the brand. Guests can enjoy amenities such as video checkout, multi-featured phones with data ports and voicemail, personal care products including hair dryers and irons/ironing boards. Business needs are also catered for with faxing/printing services and facilities for making copies/express shipments. Hosted events can be held in ballrooms/meeting rooms with meeting-service professionals available to assist arrangements. Relaxation is also provided through use of the pool/whirlpool/fitness center or by enjoying in-room pay movies featuring free HBO, ESPN, and CNN channels amidst spacious rooms decorated with luxury bedding including down comforters/cotton-rich linens/fluffy feather pillows all illuminated by bright even lighting from no-glare lamps equipped with electrical outlets at their base.Guests at the hotel can enjoy convenient meal options without having to leave the premises. Marriott's restart breakfast is also available for guests looking to start their day off right. For late-night cravings, replenish room service is offered. In-room coffee and morning newspaper delivery are provided as well. Upgrades to Concierge or Executive Level rooms come with complimentary continental breakfast, afternoon snacks, and an honor bar. The newly designed guest rooms feature signature Marriott beds with full-sized headboards, quilted top mattresses, upgraded down blankets (in some locations), oversized down comforters, 300-thread-count linens, and down and feather pillows. Each room also boasts artwork that reflects the local environment to create a unique ambiance for each guest.

In addition to luxurious amenities in the guest rooms, hotels also offer practical features designed for business travelers' needs. Some hotels provide built-in split-screen capability on flat-panel high-definition televisions so guests can work on their laptops while watching TV simultaneously. Well-lit desks,

spacious work areas, task lighting, ergonomic seating arrangements are all available along with high-speed internet access and connectivity panels for personal entertainment devices such as iPods and Blackberries.

The Courtyard by Marriott® brand was created in the early 1980s specifically tailored towards business travelers in America who were seeking basic necessities coupled with premium lodging experiences at affordable prices.Courtyard, a globally recognized brand, is renowned for providing business travelers with an oasis on the road through carefully crafted product and service offerings that cater to their unique needs. The brand has expanded its downtown locations by converting historic buildings and is now rapidly growing in international markets by staying true to its core values. By seamlessly combining excellent services with flexible options tailored to regional lifestyles and customs, Courtyard consistently delivers on customer satisfaction while positively impacting bottom-line economics through selective service strategies. In the Asia-Pacific region, Courtyard leads the moderate tier segment by offering an exceptional guest experience at affordable prices. With features such as large work desks, ergonomic chairs, faxing/copying/printing services at front desk/public areas, King-size beds with thicker mattresses and fluffier pillows – comfort is key at Courtyard hotels!Courtyard hotels offer a range of features to enhance their guests' stay. These include small meeting rooms with audiovisual services, modern decor and outdoor seating areas for relaxation. Many Courtyard properties also have The Market - an innovative 24-hour food and refreshment area. In addition, guests can enjoy amenities such as Unwind TV with HBO In-room movies, a lounge with big-screen TV, swimming pool, whirlpool and exercise room. A full breakfast is available with hot and cold items including cooked-to-order eggs, Belgian waffles and French

toast. Hotel rooms are equipped with electronic locks, double-locking mechanisms on each door, in-room smoke detectors and sprinklers along with complimentary coffee/tea facilities plus ironing board, iron hair dryer & guest laundry facilities.

In the Asia-Pacific region there are additional dining options including an on-site restaurant designed to reflect local architecture and menu items that serves three meals per day; depending on location there may be an additional specialty restaurant available for lunch or dinner. Guests can choose from various dining options such as 24-hour room service. Finally the lobby space caters to guests' most important needs providing conducive environment for work relaxation or socializing.Courtyard hotels provide meeting spaces and multipurpose areas available for use throughout the day, in addition to their focus on guest rooms. The guest room is designed as a peaceful retreat with specific sections designated for rest, relaxation, work, and grooming. The Courtyard's guest room caters to the needs of travelers seeking a serene environment that offers comfort, connectivity, and productivity - an ideal oasis for business travelers while on the road. (Marriott International, Inc., 2008: travel)